The Role of Cross‐cultural Negotiations in International Marketing

Abstract

Examines the relationship and importance of cross‐cultural negotiations to successful international marketing activities. Provides examples of differing cross‐cultural behaviour, and its potential impact on multinational (multi‐cultural) negotiations and hence on international marketing success or failure.

Citation

Herbig, P.A. and Kramer, H.E. (1992), "The Role of Cross‐cultural Negotiations in International Marketing", Marketing Intelligence & Planning, Vol. 10 No. 2, pp. 10-13. https://doi.org/10.1108/02634509210012078